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What makes the recently launched .delivery domain so valuable

Posted on:12 February 2015

By:Don

There is a silent “Not Com Revolution” going on – so called by Donuts Inc., a company that is bringing hundreds of fresh and sometimes very relevant new top-level domains to market, including .delivery. Most .com domain names are exhausted, most of the .com recreations are non-descriptive. Consumers and businesses need new options. And one of the best options for businesses is the yesterday launched .delivery top-level domain.

Why?

Almost all businesses in the web have something in common: Wherever their place of business is, they use the Internet to deliver services and goods to a wide-ranging group of new customers. All the e-commerce businesses, web shops, restaurant websites etc. are just about one pivotal business operation – delivering. That's so, because delivering – instead of a local store – means more customers.

The largest Internet-based retailer in the United States, Amazon, has used the two periods before the General Availability of .delivery to protect amazon.delivery during the Sunrise Period and to buy sameday.delivery during the Landrush Period. Certainly not the only ones. Two of the largest domain dealers have also bought the premium domains food.delivery and grocery.delivery.

Why?

The reason why success-oriented or success-seeking delivery companies buy .delivery domains can be found during a simple market analysis.

The WWW is a visual medium. Someone who types something with “delivery” in a search engine like Google (e.g. “boston food delivery”) and sees a double highlighted match in the results, at the title line and URL line, will find it very attractive, not to say absorbing. Also, a search engine independent landing on such a .delivery URL will provoke an I'm-right-here-emotion (given that the website is well made).

The WWW is “hierarchical“. If a company operates in a highly competitive delivery market (food, pizza, grocery, parcel etc.), global or local, it's quite hard to climb and stay on top of search results. So holding a .delivery domain as a delivery company is not just an eye catcher, it's a ranking booster.

The WWW eats the non-delivering businesses. One decade ago, Amazon and other web shops were present, but people bought still a lot of goods, esp. all kinds of electronics, books etc. in local stores. One decade later the sales of Amazon have multiplied while traditional bookstores become extinct and traditional electronics retailers like RadioShack are dying. The same will happen in the next decade with other traditional businesses: food and grocery stores, supermarket chains, parcel delivery companies.

Why?

There is a huge rethinking movement for grocery shopping, getting food for meals during the day, receiving ordered goods. Google Express, AmazonFresh, Instacart, even Walmart now, they all deliver groceries, on the same day. Amazon and other companies are working on same-day delivery projects, with own services, with drones. Just remember the two above-mentioned Amazon domains. Food, goods and services delivering businesses make billions with customer-convenient business concepts. Restaurants conquer and supply whole cities with their meals, retailers capture whole markets.

And it's all about delivery.

Therefore the added value for .delivery domains comes not only from a range of positive features for potential customers and search engines, but also as a perfect name for the biggest market in the web, the delivery business, which is still growing and going to seize the market of the future completely. No matter what a company delivers, no matter if in a single town or nationwide, a .delivery domain has the ability to underline this business model and protrude it beyond competitors.

I love the potential of the new TLD's. Just google "travel canada" and your #1 search match is canada.travel. Love it. This new type of domains will outperform a huge number of com-domains. Canada.travel performs much better than travelcanada.com or travel.ca. Another example, coffee.club looks much better in the search results than coffeeclub.com.au or coffeeclub.com.